4 ms·

Absolutely - there's a huge competitive advantage being in the Bay Area, and Craigslist ads can get you pretty far. In the past, I'd used Craigslist ads for sel

Absolutely - there's a huge competitive advantage being in the Bay Area, and Craigslist ads can get you pretty far. In the past, I'd used Craigslist ads for selling records and seen an okay response - maybe 20-30 people or so, but nowhere near what I saw for this. The other advantage that I didn't fully realize until I started running the ads is how the activity within the Facebook Event serves as a reminder for people to show up - we see tons of ads for events every day that we want to go to, but very few of them ever make it onto our calendar the way that Facebook Events do with one click. My argument isn't that Facebook Ads are the be-all end-all marketing channel - just wanted to share my experience with them. YC folks - feel free to ping me if you want help spinning up some Facebook Ads - always down to help folks out.

danso 14y ago
> The other advantage that I didn't fully realize until I started running the ads is how the activity within the Facebook Event serves as a reminder for people to show up - we see tons of ads for events every day that we want to go to, but very few of them ever make it onto our calendar the way that Facebook Events do with one click. That's a very legit point. The various features of FB events make them "stickier" (or whatever the buzzword is) than regular advertising...the feedback options, with prospective attendees asking questions and seeing how you respond to them, is also likely to boost interest. It's not quite fair to say "Oh, this is the same as Craigslist ad postings, except you paid" just as it would be silly to ignore Airbnb because it seems just like paid Craigslist ad postings. That said, given the nature of the niche market here (though you probably know better than anyone), it's not clear that the success would easily apply to other kinds of businesses...or phases (i.e. a startup trying to get attention vs. a business having a out-of-business clearance sale).
- klawed 14y ago
  Also relevant is the nature of the product being advertised - in this case, it was a specific event - not a call to visit a website or even to visit a store that holds regular business hours. Clearly, this was a very effective way of drawing customers to the event but the lessons learned hardly apply to other businesses.
  - brendanib 14y ago
    Lots of businesses can host events, IRL and online - a brick-and-mortar shop can host a sale or a meetup, an online business can host a webinar or a conference - in fact it's tough for me to think of a business that, by nature, could not host any type of event. Whether it makes sense for them to advertise on Facebook - that'll be up to them to test, but events are a pretty tried and true marketing technique.
- brendanib 14y ago
  Yeah - I think the real challenge for startups is often that the communities and audiences for what they do, particularly early in the game, aren't often well-defined. Even when they are, they are often fragmented, and the precise interest targeting in Facebook Ads only works for Pages above a certain size threshold (unclear what exactly this is) - so if your target audience likes a few dozen smaller, scattered Pages, you can't necessarily target them directly. For some startups/companies, though, there is a pretty clearly defined audience, or a big competitor with an audience to target. If I'm Hipmunk, I can run ads targeting Kayak, Hotwire, Expedia, to go after people who I know book travel online (and then, of that subset of people, target only people who match certain demographic/geographic parameters).
spinlock 14y ago
I think this is a great idea. Like you mentioned, craigslist doesn't really do events. I just resqued a couple thousand comic books from my parent's basement and I think I'll try this out to see if I can off load them.
- brendanib 14y ago
  Hah, yeah! My advice, unless you are a comic book expert and want to spend the time marking prices on everything, is to set a single price per item, such that on some items you'll be making more than you otherwise would, and on others you'd make a bit less.

danso 14y ago

> The other advantage that I didn't fully realize until I started running the ads is how the activity within the Facebook Event serves as a reminder for people to show up - we see tons of ads for events every day that we want to go to, but very few of them ever make it onto our calendar the way that Facebook Events do with one click. That's a very legit point. The various features of FB events make them "stickier" (or whatever the buzzword is) than regular advertising...the feedback options, with prospective attendees asking questions and seeing how you respond to them, is also likely to boost interest. It's not quite fair to say "Oh, this is the same as Craigslist ad postings, except you paid" just as it would be silly to ignore Airbnb because it seems just like paid Craigslist ad postings. That said, given the nature of the niche market here (though you probably know better than anyone), it's not clear that the success would easily apply to other kinds of businesses...or phases (i.e. a startup trying to get attention vs. a business having a out-of-business clearance sale).

klawed 14y ago
Also relevant is the nature of the product being advertised - in this case, it was a specific event - not a call to visit a website or even to visit a store that holds regular business hours. Clearly, this was a very effective way of drawing customers to the event but the lessons learned hardly apply to other businesses.
- brendanib 14y ago
  Lots of businesses can host events, IRL and online - a brick-and-mortar shop can host a sale or a meetup, an online business can host a webinar or a conference - in fact it's tough for me to think of a business that, by nature, could not host any type of event. Whether it makes sense for them to advertise on Facebook - that'll be up to them to test, but events are a pretty tried and true marketing technique.
brendanib 14y ago
Yeah - I think the real challenge for startups is often that the communities and audiences for what they do, particularly early in the game, aren't often well-defined. Even when they are, they are often fragmented, and the precise interest targeting in Facebook Ads only works for Pages above a certain size threshold (unclear what exactly this is) - so if your target audience likes a few dozen smaller, scattered Pages, you can't necessarily target them directly. For some startups/companies, though, there is a pretty clearly defined audience, or a big competitor with an audience to target. If I'm Hipmunk, I can run ads targeting Kayak, Hotwire, Expedia, to go after people who I know book travel online (and then, of that subset of people, target only people who match certain demographic/geographic parameters).

spinlock 14y ago

I think this is a great idea. Like you mentioned, craigslist doesn't really do events. I just resqued a couple thousand comic books from my parent's basement and I think I'll try this out to see if I can off load them.

brendanib 14y ago
Hah, yeah! My advice, unless you are a comic book expert and want to spend the time marking prices on everything, is to set a single price per item, such that on some items you'll be making more than you otherwise would, and on others you'd make a bit less.